In the recruitment function, marketing and communications are some of the core facets that contribute to the growth and success of a business. Marketing mainly involves publicising of the business through different campaigns to make the public aware of the business existence (brand marketing), services offered and what is special about the services. Communication, on the other hand, involves the exchange of information both internally and externally.
Recruitment has evolved over the years owing to the rapid growth in technology. Unlike in the past, when recruiters relied heavily on bulletin boards and daily papers to advertise or announce positions, today successful recruitment depends on modern marketing and communication tactics in line with modern technology and changes in candidates’ behaviour. This makes marketing and communication a key component for recruitment functions.
Current Marketing and Communication Trends in Recruitment
The main objective of a recruiter is to attract and retain highly qualified and talented staff for the company. Unfortunately, the most suitable and talented candidate for any position is already working elsewhere and it is up to the recruiter to win them over to fill in the vacant position in their company. They have been employed themselves to fill other roles and to ensure this objective is met, some of the trends used by recruiters include:
1. “Going” Digital – Technology and internet has become a part of life for everyone. Candidates have taken to the internet to search for employment. There are many platforms that allow job seekers to market their skills and experience through personal online profile. To keep up with this pace, recruiters have become more social-savvy and SEO experts to exploit any social and communication platform available for marketing. Creating company databases on websites like LinkedIn allow recruiters to pool talent for any future vacant roles
2. Recruitment Marketing Methods – Recruiters act as the marketers for the hiring company and their role is to search and find suitable skilled and talented personnel for their company. In social recruitment, recruiters use the following marketing methods:
- Brand Marketing – Branding experience is key in social recruitment strategy. Recruiters will always attempt to promulgate their company brand so as to attract and engage potential employees.
- Social Recruitment Strategy –This has become a big force in marketing. Social media has been widely used to increase access to information about both the companies and the candidates. This enables recruitment firms to expand networks and allows communication with millions of potential candidates all at the same time.
- Copywriting – Crafting the right information and language has become critical in attracting the best candidates.
Importance of Networking in Marketing and Communication
Networking is building of links with either the candidates or the hiring company. As a marketing method, recruiters may set up a networking event and find experts to lead discussions on relevant trending topics to attract attendance. These include events such as our own, the Talent Agenda Series, happening in Johannesburg 25-26 October, which aim to create opportunity for candidate and company alike. In such events, clients, candidates and colleagues get the opportunity to impress each other and exchange contacts. Today, networking is also done through online networking websites and social media platforms. The events attract passive talents to exchange ideas and contacts and create potential clients for the business.
The Role of the CEO in Marketing and Communication
The CEO is the overseer of the company and drives and monitors every operation in the business. The leader must clearly communicate the goals set for the marketing and communication department, and the departmental manager must table the marketing and communication plan including the budget for approval and funding. The CEO is the link between the marketing department and other supporting departments like the IT and the finance, which are also involved in the marketing and communication process. The department leader must also report the progress of every operation to the CEO, so as to assist with extra resources when need be. The CEO is therefore a very important player in marketing and communication operations of the recruitment business.
This year’s Talent Agenda Series, happening in Johannesburg 25-26 October, touches on a number of subjects discussed in this blog. A panel discussion with speakers like Nick Hales, Global Chief Executive for Savanna Tobacco, and Omar Ben Yedder, Group Publisher and Managing Director of IC Publications, will examine the role of marketing in creating, communicating, and leveraging a strong employer brand. Get your ticket before they run out!